Be an expert
Posted by Lisa Munniksma at 9/13/2007 10:41 AM and is filed under Marketing,Communication,media relations 
For an article I wrote last week, I had more trouble finding people to talk with me than I should have.
The story is about how to handle a common customer-service issue in a niche retail industry. As part of this story, I wanted to look at the technology that is available to assist with the issue. I thought interviewing a product/marketing representative from some of the companies that produce this technology would be good. I mean, if you make a product, you should know why it's important for a company to want your product, right?
Wrong, apparently.
I tried three different companies. All of them were happy to give me the specs on their products, but none were able to offer advice, anecdotes, or information about why it's so important that retailers use their products. I was surprised. This was the perfect opportunity to show this niche industry just how connected they are to their world.
I'm on a new mission with my clients: for all of them to be able to represent themselves as experts to the media. It can make for good print for them, not to mention make some other writer's day.
The story is about how to handle a common customer-service issue in a niche retail industry. As part of this story, I wanted to look at the technology that is available to assist with the issue. I thought interviewing a product/marketing representative from some of the companies that produce this technology would be good. I mean, if you make a product, you should know why it's important for a company to want your product, right?
Wrong, apparently.
I tried three different companies. All of them were happy to give me the specs on their products, but none were able to offer advice, anecdotes, or information about why it's so important that retailers use their products. I was surprised. This was the perfect opportunity to show this niche industry just how connected they are to their world.
I'm on a new mission with my clients: for all of them to be able to represent themselves as experts to the media. It can make for good print for them, not to mention make some other writer's day.
We just had a similar issue at work. We were looking for a university research lab to do some third party testing for us. When we asked one of the schools to gives us their credentials they said they were a "top-ranked lab" We asked what their rank was and from what list. Their response was to "guess it was second or third" and had no idea who had ranked them as such or why.
Similarly, I had an editor of a trade publication call me asking if I had any new case studies they could use. When I said I did he reponded by sending me a list of specific requirements that the case study had to meet to be accepted.
Don't get me wrong, I'm very happy to go the extra mile for the media to help my company get coverage. Still, the list this editor sent me would have made a paid freelancer prickle a bit. I will gladly assist a magazine's editorial staff to help a company get coverage, but it almost feels like a conflict of interest when that means becoming a magazine's editorial staff. Does that mean I have some scruples, or I am just lazy?
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Amusing, but sad, about the university lab rankings. I mean, I guess I could and conduct a study of my business, ask my editors and sources for their feedback, and say I'm a "top-ranked freelance writer." Maybe that's what the university did? Just asked students and faculty to rank the lab...I'm kidding, of course. As a business or nonprofit institution, I'd use caution when throwing around titles like that.
And I don't think you're lazy as a marketing professional. If an editor is asking for a case study, he should expect a case study. If he's asking for an article written by you, that's a different story. I've asked for and used valuable information from case studies before. I don't think I've asked the person supplying them to edit them to my liking, though!
Thanks for the comment, Heather! Good stuff to think about.
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